By pbump@hubspot.com (Pamela Bump)

According to HubSpot’s social media team, the video-based social app TikTok has serious growth and engagement potential for brands.

The platform, which allows users to make short, looping videos with special effects and musical overlays, is booming with more than 1 billion users.

While Gen-Z uses the platform to show their creative side, some brands on TikTok use the platform to build brand awareness, engage younger audiences, and reveal a lighter side of themselves through funny videos and challenges that drive social media trends across other platforms.

In this post, we’ll discuss why you should leverage TikTok marketing in 2022 and how smaller companies can build a scalable, fun, and creative strategy on the platform. We’ll also cover eight brands that have gone viral on TikTok.

What is TikTok Marketing?

Although TikTok might feel like a hub of strange posts, its popularity and video-driven content provide a variety of unique marketing opportunities.

Marketers can leverage TikTok in three main areas:

1. Influencer Marketing

A great way to leverage TikTok is by engaging with the influencer community. Because influencers have a solid understanding of the platform, they can transform stiff brand messages into fun and creative videos. This type of marketing is particularly effective at opening your content to a new audience and boosting brand awareness.

2. Original Content

Although fans of TikTok love original content, you don’t need to spend hours coming up with the next viral trend. Often, the best performing TikToks are ones that replicate or recreate a current trend. Start by exploring the app, its trends, and where your brand can join the fun.

3. Paid Ads

TikTok ads are a relatively new addition to the platform. Powered by their own advertising platform, TikTok For Business, brands can run in-feed ads or create branded hashtags and video effects.

Although many of the first brands to join TikTok were large, well-known companies, it can still be helpful for small businesses to look at why brands of all sizes are joining the platform.

Why Brands Should Leverage TikTok Marketing in 2022

TikTok has seen a growth spurt over the past few years. The app has over 1 billion users and overtook Facebook as the most downloaded app of 2020.

With its stellar growth, there’s a large audience ready to be wooed by innovative and fast-thinking brands.

TikTok’s playing field is also fairly level when it comes to achieving viral status on the app. Unlike other social platforms like Instagram and Facebook, even accounts with a handful of followers can spark millions of views on a great video.

Since TikTok is quirky by nature, brands need to be creative to truly gain their audience’s attention. A simple ad or sponsored influencer endorsement might not cut it on this fast-paced app.

Let’s look at eight brands who nail TikTok …read more

Source:: HubSpot Blog

Author: Aaron